KBB - March 2011 - (Page 14)

Consumer How We Shower A look at American attitudes about and behavior in the shower Consumers’ shower habits are deeply ingrained and integral to the ow of their daily lives. To best serve consumers, product development and shower design should be informed by an understanding of how people use and behave in the shower. However, by its nature, showering is an extraordinarily intimate activity—one that cannot be easily observed. That’s why, in October 2010, Delta Faucet partnered with an online omnibus research service, Synovate e-Nation, to conduct a nationwide study to learn more about Americans’ shower habits. The research was comprised of online interviews of 1,000 people—500 men and 500 women—from a national sample of American adults, ages 18 and older, from across the United States. The survey was conducted to assist with future product development, but also to satisfy our curiosity: How do Americans shower? More than 71% of respondents believe their shower is more important than some of the most ritualistic and behavioral aspects of our lives. Eighteen percent said: “My shower is more important to me than my rst cup of coffee”; 10% of women responded: “If something interrupts my shower routine, my whole day is out of whack.” Not all Americans shower alike Shampoo 93% of the time Paci c Mountain West North Central East North Central New England Middle Atlantic West South Central East South Central Shampoo 67% of the time Only 6% think in the shower… Compared to 47% who think in the shower Shower more than eight times despite extensive droughts and water restrictions REGIONAL HABITS Americans have a wide variety of shower habits. Their routines vary from person to person and region to region. A few examples of regional differences: Adults in the South Atlantic (as determined by U.S. Census regions) claim to take eight or more showers per week, more than any other region in the U.S. Those in the West South Central (Texas, Oklahoma, Arkansas, Louisiana) take the fewest showers per week. Some people do their best thinking in the shower. Respondents in East South Central states (Kentucky, Tennessee, Mississippi, Alabama) are most likely (47%) to spend time thinking in the shower. That contrasts dramatically with the neighboring West South Central states, where only 6% of respondents claim to do much thinking in the shower. In New England and West North Central (North Dakota, South Dakota, Nebraska, Kansas, Minnesota, Iowa, Missouri), showers are taken more often as part of a getting-ready-for-the-day routine than in other regions. In the West South Central region, people are more likely to shower in the evening and as part of a getting-ready-for-bed routine than elsewhere. Other interesting regional differences includee: • New England residents are most likely to use the shower for other household chores, such as washing pets or cleaning window screens. • People in the South Atlantic states are most likely to shower with a signi cant other, 12 times more likely than residents of New York, New Jersey and Pennsylvania. There was also an interesting nding regarding age groups. Young adults, ages 25-34, more than any other age group, want their showers to be warm and ready when they step in. This is perhaps not surprising from a generation accustomed to instant results and products meeting their every need. MEN ARE FROM MARS, WOMEN ARE FROM… Men and women use their bathrooms and shower spaces very differently. Perhaps contrary to conventional wisdom, males shower more often than females. More than seven out of 10 males shower seven or more times per week compared to six out of 10 females. Continued on page 16 14 + K BB March 2011 / www.kbbonline.com / The Of cial Sponsor of KBIS www.kbis.com http://www.kbbonline.com http://www.kbis.com

Table of Contents for the Digital Edition of KBB - March 2011

KBB - March 2011
Contents
Online Contents
Online News
Editorial
Consumer
Trends
Products
Design
Spa Treatment
Classical Edge
Cover Story
Ad Index
Favorites

KBB - March 2011